Product Marketing for Shopify apps (that builds a real brand)
Bonus: Free Branded Product Marketing audit of your app
Some of the best DTC SaaS companies and Shopify apps do this.
From rising stars like Videowise to well established players like Loox and Gorgias.
Today I’m going to break down the concept of:
Branded Product Marketing
It’s the type of marketing that initiates product-led growth and builds a strong connection between you, brands, and agencies – all at the same time.
Before we dive in, grab your chance for a free Branded Product Marketing audit of your app:
Click here to get your free audit
Let’s dive in.
What is Branded Product Marketing?
It’s combines the best of two worlds:
The edges, ideas, emotions, and fandom of brand marketing.
And the education of product marketing.
The execution comes in different sizes and shapes. Sometimes it’s leaning more towards brand and sometimes more towards product marketing. Context matters a lot here.
Let me show you a few examples.
Shopify (Oberlo)
I was hired by Shopify (Oberlo) to do this.
I built a Shopify store, used Oberlo, documented every single step and turned it into one long form blog post.
Close to 3,000 people commented on the blog post itself.
And social media engagement was very high (see screenshot above).
Videowise
Instead of showing a plain chat widget, Videowise show something that’s way more interesting (and useful):
Their very own product.
Brands can engage with Videowise without getting on a call. Even better; they see how wonderful Videowise works.
Loox
Loox uses their own video slider widget to display their very own social proof.
The same widget is available to merchants.
If it works for brands to convert shoppers, it also works to convert brands to sign up for Loox.
Gorgias
Gorgias has a more subtle one. But since it’s right on their most visited page, I bet it’s working.
Test-drive without any commitment, not even to a demo.
And speaking of interactive product demos…
Storylane
Not a Shopify app, but well-executed Branded Product Marketing (with a top of the funnel tendency).
Sponsored on LinkedIn, aka betting money on it.
It’s fun, engaging, and contextual.
Why you need Branded Product Marketing
It’s more than a marketing stunt.
It’s commitment.
Because if you want to strategically use your product to build your brand, you better make sure your product is top-notch.
You’re on the hook and accountable.
That’s why it works.
In our Shopify app ecosystem, everyone’s kinda saying the same; more sales, more loyalty, more everything.
How can you be different?
By proving that your product actually keeps your nice little marketing words.
Like this:
If you run a loyalty app, why don’t you run a loyalty program?
If you run an sms app, why don’t you market through sms?
If you run a print on demand app, why don’t you run your own brand?
Branded Product Marketing gives prospects a sense of the product.
It bridges the gap between “hm, could be interesting…” and “I want this!”.
It’s the last step towards sign-up or demo.
And that’s what you want, right?
If so, grab your chance for a free Branded Product Marketing audit of your Shopify app:
How to do Branded Product Marketing
As said before, context matters. A lot.
Use your product to acquire new customers. And do it with emotions.
What type of emotions you use depend on your product and ICP.
You can start with this question:
What’s a feature in my product that’s worthwhile to connect with emotions?
There is no rule; your Branded Product Marketing can live everywhere. As long as it makes sense in the context of your product, you’re good.
The beauty of Branded Product Marketing is that there’s no one-size-fits-all solution.
And the most important part: consistency is, as with everything, key. Don’t hope to do one campaign and be among the big players. It’s the continuous effort of Branded Product Marketing that will get you from where you are to where you want to be.
Grab your free Branded Product Marketing audit
If you want to grow your Shopify app, Branded Product Marketing might help.
Grab your chance for a free Branded Product Marketing audit and I’ll personally review your app and marketing materials. I’ll tell you exactly where you can implement Branded Product Marketing that moves the needle.